Measuring the customers’ brand loyalty towards fertilizers of An Giang Agrochemical Co, LTD

Abstract

The study aims to determine the factors affecting the brand loyalty of customers to fertilizers of An Giang Agrochemical Co, Ltd (AGAC). The authors collected data from 190 customers who are using the fertilizer of AGAC. The study applies exploratory factor analysis and multivariable linear regression for analyses. The study has pointed out five factors positively impacting the brand loyalty towards fertilizer AGAC include product origin, brand, perceived price, product quality, and brand association. In which, the perceived price has the most influence on customer brand loyalty of customers to the fertilizer of AGAC.